Not Just Numbers : Rediscovering the Promise and Power of Marketing Research

In this provocative and insightful book, highly regarded marketing research expert Lawrence Gibson argues that the multi-billion-dollar marketing research industry has largely failed. Not Just Numbers shows you exactly why it's failed – too much focus on gathering and analyzing data – and how it must change. Gibson asserts that businesses need a different way of looking at marketing research, both more scientific and more practical. Marketing research needs to take a stronger role in helping to solve marketing problems and capitalize on marketing opportunities and not merely be a source of data. The logical steps required to solve marketing problems and realize opportunities are simply and clearly explained in the book. Cases from the author's experience show you how this problem-solving approach has worked in real-world situations and demonstrate the dramatic sales and financial gains you can achieve when marketing research is properly designed and used. The book also provides you practical guidance to enhance your problem-solving and political skills to help corporate leaders identify more profitable actions and make more profitable decisions.

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